產品創新、服務品質、品牌形象、顧客滿意度及顧客忠誠度之研究-以CNC工具機控制器業為例

Abstract

英文摘要 While the importance of customer satisfaction and customer loyalty have been recognized in the marketing literature for at least three decades, the conceptualization and empirical validation of a customer loyalty model for machine tool control industry context has not been addressed. This research describes a theoretical model for investigating the three main antecedent influences on customer satisfaction and customer loyalty for machine tool control industry context: product innovation, service quality, and brand image. Based on the theoretical model, a comprehensive set of hypotheses were formulated and a methodology for testing them was outlined. There are total 121 valid questionnaires collecting from machine tool control channel, and the model is verified by factor analysis and multiple regression. The empirical results shows: (1) product innovation has significantly positive influence on customer satisfaction, (2) service quality could not have significant influence on customer satisfaction. (3) brand image has significantly positive influence on customer satisfaction, (4) product innovation has significantly positive influence on brand image,(5) service quality has significantly positive influence on customer loyalty, (6) brand image has significantly positive influence on customer loyalty, (7) product innovation has no significant influence on customer loyalty.